Advances in Advertising Research X, 1st ed. 2019 Multiple Touchpoints in Brand Communication European Advertising Academy Series
Langue : Anglais
Coordonnateurs : Bigne Enrique, Rosengren Sara
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.
Digital Communications and Multiple Touchpoints.- Creativity in Advertising.- Consumer Responses to Multiple Communications.
Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.
Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.
Publication in the field of economic sciences
Collection of essays on advertising, communication, marketing and media management
Essays on advertising effectiveness
Date de parution : 10-2019
Ouvrage de 240 p.
14.8x21 cm
Mots-clés :
Advertising; Online Communication; Social Media; Brand; Touchpoints
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